At the Black Hat Security Conference, Lookout unveiled the App Genome Project, which is the largest mobile application dataset ever created. In an ongoing effort to map and study mobile applications, the App Genome Project was created to identify security threats in the wild and provide insight into how applications are accessing personal data, as well as other phone resources. Lookout founders John Hering and Kevin Mahaffey initiated the App Genome project to understand what mobile applications are doing and use that information to more quickly identify potential security threats.

With the prevalence of mobile devices, they have become inherent in our lives, the more we depend upon the information stored within them, the greater the risks posed when this information falls into the wrong hands. Is this something you should be concerned about? Your Identity Matters, but how much it matters is up to you.

There are those that label a personal domain name as a vanity domain, but I disagree… having a personalised number plate is vanity, owning a personalised URL is foresight… what’s the difference? I’ll give you an example. In an interview, a young woman of 16 said, I want to more famous than Persil Automatic, that young woman was Victoria “Posh Spice” Beckham. There’s no doubting that she’s accomplished her goal… but what’s interesting is that she could have compared herself to “Madonna” or another well known musician, but she didn’t, she chose a washing detergent!?! I could go into this more, but I won’t as Jeremy Bullmore does such a brilliant job at explaining why here.

So coming back to my point, Victoria Beckham knew from a pretty young age how important her image, identity & brand were to her, and she set out to establish it. Now take a look at your own online fingerprint, are you really in control of it. You’re spread across the net on Facebook, Myspace, Flickr, Twitter, Google, Blogger, Plaxo, YouTube, TypePad, Hi5, Yahoo, Bebo, Slideshare, Vimeo, EyeJot, WordPress… I could go on, but you get the picture. Isn’t it about time you consolidated all of your online identity, isn’t it time you made sure no one was pretending to be you!? Yeah it happens everyday, normally to someone famous, but it can happen to you just as easily, a jilted ex, mates having a bit of a laugh etc

I registered my own name as a domain about 10 years ago, as things change, but my name won’t, my online identity is about me not the company(s) I work at or own, over the years I’ve owned 10 companies, merged & sold 5, each time my emails, contact numbers etc have changed, but my own personal website has always been a constant. But there’s more to it than that, I’ve been helping companies build & protect their digital brands for years, but it’s time individuals wake up to the fact that they need to protect & build their online Brand too. What does your Facebook profile say about you, photos of you with a permanent marker pen moustache drawn on you face as you lay drunk in a heap on New Years Eve? Or your boyfriend posts a video of you in your underwear while you work out on your “Wii Fit.” These may all appear as harmless bits of fun now, but they could be very embarrassing in the future when job interviews or promotions come up.

If you’re in the business of dealing with your clients Brand, Marketing, PR etc then what happens when they type your name into Google, if you can’t demonstrate that you can get yourself to the top of search engines, or more importantly, protect your own identity online, then how do you expect your client to trust you to do the same for them?

So coming back to personalised domains, for an individual Web 2.0 is all about making connections, creating relationships & building trust, and I see the next shift (call it web 2.5 / 3.0 if you want) will be centred around the “individual” aggregating their numerous networks, thus allowing them to leverage the trusted connections they’ve invested so much effort in building. So how better to do that, than to put your own name to it!